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"It
is insight into human nature that is the key to the communicator's skill. For whereas
the writer is concerned with what he puts into his writing,
the communicator is concerned with what the
reader gets out of it."
-
William Bernbach -
 PR Blog
Topics
Recent entries posted on our blog, Public Relations Insights,
include:
Selecting PR Tools
 by
Frank Williams, President
Over the
course of the last year, this newsletter has examined a
number of public relations tools. In this issue we will
review the process of deciding which communication tools to
employ during the course of your communication campaign.
A Common Misconception
Many hold the mistaken view that public
relations is a one-dimensional discipline centered solely around an
effort to gain "free" publicity by distributing press releases. This
view of public relations is both narrow and inaccurate. In reality,
most effective PR campaigns utilize a variety of strategically selected
tools that work together to achieve your objectives. Consequently,
choosing the right combination of communication tools is one of the keys
to public relations success.
Commonly Used PR Tools
When people hear the term "public
relations," they often think of press releases. While the press release
is certainly one of the most common components of a public relations
program, effective campaigns are borne out of a comprehensive strategy
and utilize a wide variety of communication weapons. Potential PR tools
include special events, public service announcements, informational Web
sites, blogs, articles, community relations activities, multimedia, electronic
publications such as this newsletter, company profiles or fact sheets,
sponsorships and so forth. As you can see, there are many tools
from which you can choose.
Evaluating Communication Tools
Your organization's public relations plan
provides a strategic framework to assist you in determining which
communication tools will help you achieve your goals. With this in
mind, your first step should be to review your business plan and public
relations plan so that your vision and goals are clearly engraved in
your thought process.
As you decide which tools you will and
will not employ, ask yourself the following questions:
- Will this tool help us achieve our
organization's communication
goals
and overall business objectives?
- Will this tool reach one or more of our
significant
publics?
- Will this tool allow us to consistently
communicate our
message?
- Does use of this tool lend credence to
our desired reputation?
- Is our organization able to
effectively utilize this tool?
- Do we have the resources to
utilize this tool for the long haul?
- Do we have the commitment to
invest in this tool for the long haul?
- Do we have the knowledge to
utilize this tool on our own, or should we obtain professional counsel?
These questions will help you begin the
process of choosing the tools you will employ in your organization's
public relations effort.
Friday Morning
Leadership Forum Rescheduled for May 11
Janis Pettit,
president of SmarTrack, will be the guest speaker
at the next Pioneer Strategies Friday Morning Leadership Forum.
The event is scheduled for Friday, May 11 at the Cardinal
Club.
Janis will speak on the "Big Vision Roadmap to Success."
Register today to reserve your seat!
Click here for more information or to register.
Business Leaders' Club, Inc. Launches
New Corporate Identity, Web Site
The Business Leaders' Club, Inc. (BLC), a
group of top Triangle-area small business leaders, recently
introduced a new logo and Web site. The new logo and Web
site, both developed by BLC members, can be
viewed at
www.businessleadersclub.com. Pioneer Strategies'
president, Frank Williams, assisted with content development
for the new Web site. Williams serves on the
organization's board of directors.
Click here for more.
Join the "Pioneering
Quotes" E-Mail List
You are invited to join the "Pioneering
Quotes" e-mail list. If you join this
list, you will receive leadership or motivational quotes via e-mail two
or three times each week.
Click here to subscribe.
Spring 2007 Workshop
Schedule
Click here for more
information on our workshops.
How to Subscribe to
This Newsletter
If you are receiving a forwarded copy of
this newsletter and would like to subscribe,
click
here or send an e-mail to:
subscribe-956605774@ezinedirector.net
This
newsletter and all content and information contained herein are the
property of Pioneer Strategies, Inc. and may not be
reproduced in any form without the express written consent of the
publisher.
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